Wall Drug signs pop up in surprising places, from South Dakota to the Great Wall of China
WALL, S.D. – The ubiquitous signs beckoning travelers to Wall Drug Store aren’t confined to the American Midwest. While the majority of the roughly 300 official, hand-painted signs are scattered across South Dakota and neighboring states like Wyoming and Minnesota, keen fans have placed replicas as far afield as Antarctica, Amsterdam, and even on a submarine.
Wall DrugS fame began in the mid-1930s when Dorothy Hustead advertised free water to thirsty travelers. The simple offer quickly transformed a struggling drugstore into a world-renowned roadside attraction. The signs, initially intended to draw customers from the highway, have become a cultural phenomenon, representing a uniquely American travel tradition.
The official signs, lasting 10-20 years before needing replacement, are a familiar sight for those driving through the region. But the tradition of placing signs in unexpected locations began during World War II, when a family friend of the Husteads stationed overseas created his own.
Today, Wall Drug enthusiasts continue the practice, documenting their placements around the globe. While these aren’t official installations, they demonstrate the enduring appeal of the South Dakota landmark.
